THE NITTY GRITTY   social media strategy development for university   residential education                      @barb_leung
TODAY’SGOALS1. Understand our demographic2. Know the “playing field”3. Assess ResEd’s current social media   presence and s...
but first...
WHYBEONLINE?• Better connect with our students• Make sure that we are the “go-to” source• Engage students and encourage mo...
so, who are they?
millennialsaged 18 to 33
7HIGHLYNEWHABITS   •     Computers are not technology*   •     Internet is better than TV   •     Reality is not real   • ...
NUMBERCRUNCH   • 83% of millennials are on social        networking sites (SNSs)*   • 57% of those aged 18 to 29 maintain ...
and us?
WE’REONPAR   • 95% of 177 NYU students surveyed* have        a Facebook account**   •    57% have a Twitter account   •   ...
NYULOVE?      • 71% of students surveyed “like” at least          one NYU-branded Facebook page*      • 49% of students wi...
get to knowthe playing field
SOMANY!      • Over 200 active and popular SNSs on a           global scale*      • No one-size-fits-all strategy      • Ke...
THATSAID...      • All universities make use of social media           to some degree,* but are not necessarily           ...
harvard’s   notone of’em
WINNERS(KINDOF)      • University of Texas         • @uthousing; 1095 followers, 34 listed         • fb.com/UTHousingandFo...
neither blowcompetition out of   the water...
so here’s our  chance!
(re)evaluationImage via http://chemistry.as.nyu.edu/page/contactus
HOWWEDOIN’?• Official ResEd Facebook page is inactive• Official Twitter account doing well with  over 1200 followers and liste...
WEOUGHTTO...• Take advantage of FourSquare; there are  active residents that are users - reward’em• Post on a regular sche...
CHEATSHEET• Facebook messages shouldn’t be longer    than three lines•   Take advantage of Facebook OpenGraph•   Twitter m...
ONELASTTHING!   • Cross-branding is great for you and your        partners at the university   • Consider brand cohesion (...
remember, it maybe trial and error
KEEPTRACK• Get to know what works and what doesn’t  for your individual brand• Facebook Insights is great for pages• Keep ...
that was a lot  to digest!
TOSUMUP• New media is an extension of the NYU  community• Your target demographic - the millennial -  is into social media...
we’ve taken baby steps, let’s now make leaps
KS! HANT    web: www.hirebarb.com    email: byleung@nyu.edu       twitter: @barb_leung
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The Nitty Gritty: Social Media Strategy Development for University Residential Education

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The Nitty Gritty: Social Media Strategy Development for University Residential Education

  1. THE NITTY GRITTY social media strategy development for university residential education @barb_leung
  2. TODAY’SGOALS1. Understand our demographic2. Know the “playing field”3. Assess ResEd’s current social media presence and strategy4. Brainstorm new ideas for implementation
  3. but first...
  4. WHYBEONLINE?• Better connect with our students• Make sure that we are the “go-to” source• Engage students and encourage more participation• Stay in touch with other NYU brands• Extension of community building
  5. so, who are they?
  6. millennialsaged 18 to 33
  7. 7HIGHLYNEWHABITS • Computers are not technology* • Internet is better than TV • Reality is not real • Learning resembles Nintendo • Multitasking is the norm • Always connected, therefore no delays • Typing trumps handwritten/verbal* The following seven points are in reference to the following article. Oblinger, Diana. Boomers, Gen-Xers, andMillennials: Understanding The New Students. EDUCAUSE Review 38 4 (2003): 37-47.
  8. NUMBERCRUNCH • 83% of millennials are on social networking sites (SNSs)* • 57% of those aged 18 to 29 maintain more than one online identity • 96% of students say that have Facebook • 43% of those surveyed are on Twitter • 18% of millennials admit to having a blog* Based on statistics presented at the UCDA Design Conference. Candito, Lauren. How Students Use SocialMedia. Rec March 25, 2011.
  9. and us?
  10. WE’REONPAR • 95% of 177 NYU students surveyed* have a Facebook account** • 57% have a Twitter account • Only 9% of students use FourSquare • 43% have a LinkedIn account • Above average, 31% of students say “yes” to having a blog*Leung, Barbara. Student Social Media Engagement at New York University. New York, 2011.** Students included range of undergraduate and graduate levels
  11. NYULOVE? • 71% of students surveyed “like” at least one NYU-branded Facebook page* • 49% of students with accounts follow NYU on Twitter** • Students that use the groups function on LinkedIn are more likely to engage • 66% of those that use FourSquare check in on campus***Leung, Barbara. Student Social Media Engagement at New York University. New York, 2011.** Keep in mind that some accounts are created but remain inactive
  12. get to knowthe playing field
  13. SOMANY! • Over 200 active and popular SNSs on a global scale* • No one-size-fits-all strategy • Key networks: Facebook, Twitter, FourSquare, LinkedIn, Google+, StumbleUpon, Youtube, Flickr, Tumblr* The list is not exhaustive, examining only the most popular networks without necessarily following the cleardefinition posited by boyd Ellison (2007). List of Social Networking Websites. Wikipedia, the freeencyclopedia. January 7 2012. http://en.wikipedia.org/wiki/List_of_social_networking_websites.
  14. THATSAID... • All universities make use of social media to some degree,* but are not necessarily successful • Only two schools leverage social media for the residential life and education division*** Barnes, Nora Ganim, and Ava M. Lescault. Social Media Adoption Soars as Higher-Ed Experiments andReevaluates Its Use of New Communications Tools. UMass Dartmouth, 2011.** This is after evaluating Mashable’s evaluation of the top ten national colleges and USATODAY’s top twentyschools making use of social media; do note that there is also overlap between the two lists
  15. harvard’s notone of’em
  16. WINNERS(KINDOF) • University of Texas • @uthousing; 1095 followers, 34 listed • fb.com/UTHousingandFood; 1491 fans • University of Illinois at Urbana-Champaign • @univhousing; 479 followers, 35 listed • fb.com/illinoishousing; 2191 fans* The list is not exhaustive, examining only the most popular networks without necessarily following the cleardefinition posited by boyd Ellison (2007). List of Social Networking Websites. Wikipedia, the freeencyclopedia. January 7 2012. http://en.wikipedia.org/wiki/List_of_social_networking_websites.
  17. neither blowcompetition out of the water...
  18. so here’s our chance!
  19. (re)evaluationImage via http://chemistry.as.nyu.edu/page/contactus
  20. HOWWEDOIN’?• Official ResEd Facebook page is inactive• Official Twitter account doing well with over 1200 followers and listed 56 times• Lack of connection between main website and residence halls’ blogs/online identities• Consistent blog updates from four halls - Broome, Second Street, 80 Laf, Founders• Few have Twitter handles that are active• Facebook pages are not used/updated, have few fans, or do not exist
  21. WEOUGHTTO...• Take advantage of FourSquare; there are active residents that are users - reward’em• Post on a regular schedule for all social media platforms• Be more active on Facebook and Twitter because they are the most popular SNSs• Involve RAs with attributive tweets (e.g. “tweet” ^BL) - put a face to the message!• Better understand the different platforms
  22. CHEATSHEET• Facebook messages shouldn’t be longer than three lines• Take advantage of Facebook OpenGraph• Twitter messages are short and concise• Tumblr is for image-based/short posts• Always include a photo with your blog post - people love pictures• Flickr can be a great repository for photos and can be a community for all of ResEd
  23. ONELASTTHING! • Cross-branding is great for you and your partners at the university • Consider brand cohesion (eg. should all residence halls have the similarity of the “nyu” prefix on Twitter handles?) • Think about what you’re sharing; positive and high-emotion messages are more likely re-circulated in networks**Berger, Jonah, and Katherine L. Milkman. Social Transmission, Emotion, and the Virality of Online Content.Philadephia: University of Pennsylvania, 2009.
  24. remember, it maybe trial and error
  25. KEEPTRACK• Get to know what works and what doesn’t for your individual brand• Facebook Insights is great for pages• Keep an eye on your clickthrus with bit.ly• Check your Twitter growth and patterns via tweetstats.com and twitercounter.com• Take a look at blog stats with the built-in Wordpress stats, and Google Analytics
  26. that was a lot to digest!
  27. TOSUMUP• New media is an extension of the NYU community• Your target demographic - the millennial - is into social media, but is not that different from yourselves• Be like one of’em: trial and error is the way to build a great social media strategy• No school has been able to well capture students in the ResEd/ResLife sphere via social media
  28. we’ve taken baby steps, let’s now make leaps
  29. KS! HANT web: www.hirebarb.com email: byleung@nyu.edu twitter: @barb_leung

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